- Use active verbs, such as "get" and "start."
- Be specific about what consumers should do. For instance, say "Download the Report."
- Create urgency by, for example, adding the word "now."
3. Shape and Size: Maybe not every consumer has Shaquille O'Neal-sized fingers and texts the entire alphabet to friends all the time, as rapper Ludacris joked Monday night during "The Comedy Central Roast of Justin Bieber." But Apple does suggest CTA buttons be 44x44 points.
As for shape, Emma says rectangles are the most popular, and:
- Round corners, because the amygdala's "fight-or-flight" response hates pointy edges.
- Test a lot of shapes to see which ones work best.
4. Placement: "Make it the star of the show," Emma advises. Don't make consumers look for it.
- Human nature is to follow faces and "look where they're looking," Emma says. Place a button where the faces are looking.
- Above the fold is where users spend 80 percent of their time.
- White space around the button helps it stand out.
5. Test: Then test again. Keep testing. Emma suggests repeatedly testing all elements of the button—color, copy, shape, size and placement. Emma says A/B testing can improve conversions as much as 49 percent.
What other CTA button tips would marketers like to share?
Please respond in the comments section below.